NEW YORK (TheStreet) -- Amazon (AMZN) is set to compete with Apple (AAPL), Google (GOOG), and Roku by announcing its own streaming media device later today in New York. While much of the speculation surrounding the device has been on what it could offer in terms of television and movie content, Amazon may have a trick up its sleeve to take on video game giants Microsoft (MSFT) and Sony (SNE).
Recent reports have disclosed that Amazon's streaming device, which will come in dongle form, similar to Google's Chromecast, will start shipping in April and be available on Amazon's Web site, as well as multiple retailers including Best Buy (BBY). It's expected that Amazon's new offering will be part of the Kindle Fire family, given that Peter Larsen, the company's vice president of Kindle, was named on the invitation.
Amazon sent out invitations last week to the event, On the invite, Amazon said, "Please join us for an update on our video business."
The move puts Amazon further in competition with Apple and Google, both of which already offer streaming devices - the Apple TV, and Chromecast, respectively. Apple TV costs $99 and comes in set-top box form, while the Chromecast runs $35 and comes in a dongle, similar to what Amazon's device will look like. Amazon's device will also compete with Roku, which makes its own streaming devices. Roku recently announced its own streaming dongle, selling at retail for $49.99.